A pork checkoff-funded advertising blitz this summer is expected to help reach the target of almost 20 million Hispanic consumers in 2004, more than half of the total Hispanic population living in the U.S.
“Reaching half the Hispanic population in the U.S. is a significant achievement, and it’s an important step toward increasing domestic demand for pork,” says Jeff Hartz, director of marketing communications for the National Pork Board.
The campaign is a revised version of the El Cerdo Es Bueno (“Pork is Good”) advertising message aimed at emphasizing that pork is a safe, healthy and nutritious choice.
New materials are being placed on television, billboard and print advertising, building on the success of 2002 and 2003. “In markets where our advertising ran, research showed that more than 60% of consumers said they felt more comfortable buying pork, and those who heard the radio spots spent 43% more on pork,” says Hartz.
“Hispanic consumers represent 14% of the U.S. population, and their numbers are growing 14 times faster that the total population. This offers American pork producers a dramatic opportunity to appeal to this powerful segment of consumers, and in doing so develop more domestic demand for pork,” he observes.